The strategy for this campaign was to focus on the farmer and what they represent. Working in tandem with the “It’s a Proven Fact” campaign, this work focused on the farmer as hero and their relationship to the products that Proven Seed offered. The overall premise is that the farmers - our experts - have proven year after year that Proven Seed is a reliable choice to get the best yield from their crops.
Our hero couldn’t be just “any” farmer. It had to be the right farmer.
When reviewing the concepts with the client, the client kept on returning to one specific image of a farmer that they thought represented everything that they were looking for in our hero.
To bring the clients’ vision to life I came up with the idea to find the photographer who shot and owned the rights to the image in the comps that the client related to. After a few days of negotiation, we couldn’t get the rights to that particular image so I proposed to the team and client that we shoot fresh images with the farmer featured in the comps with the photographer who originally shot them.
Over three days I worked with the photographer (who had kept in contact with the farmer) and we scheduled a shoot over a long weekend. Working around a country fair the farmer was involved with, we only had one hour with the talent to make our shot list. The art director and myself worked remotely with the photographer (who was in a small local church hall with the farmer in rural America). The end result was a client that was really happy with the creative and the agency for executing our joint vision for the campaign.
The creative is simple and engaging and highlights what is important - the farmer and their expertise.
The “Proven By Experts” portion of the campaign created an emotional connection with the agricultural community while the second part of the campaign, “It’s a Proven Fact”, highlights all of the technical information that the client needed to communicate to their audience.
Each creative was executed for numerous platforms defined by the strategy.
Client: Proven Seed a division of Nutrien Ag Solutions (formerly Crop Production Services)
Agency: AdFarm